Formation Of Consumer Loyalty Research Articles

Formation of consumer loyalty in the field of digital ecosystem products

The article is devoted to studying the importance of increasing customer loyalty for successful business development in the digital era. The author identifies brand equity, customer trust and satisfaction as key factors influencing the level of customer loyalty. The article identifies the complexities of the modern market and the need to use digital tools to form and maintain consumer loyalty.The study aims to identify methods for building customer loyalty, including analyzing the importance of various factors, market segmentation and the use of digital technologies. The results of the study will be useful for companies aimed at strengthening their base of loyal customers.It is worth not only satisfying the needs of customers, but also building emotional connections with them, taking into account their individual preferences. The author draws attention to the importance of service quality, brand reputation, pricing and personalization in creating and maintaining customer loyalty.The study also highlights the importance of moving from product loyalty to brand loyalty to increase customer retention and ensure sustainable business growth. Particular attention is paid to the emotional connection with clients and the importance of quality of service in establishing long–term relationships.

Організація маркетингових івентів у мережі Інтернет

The article describes that the rapid development of digital technologies, globalization of the economy, digitization of the population, the Covid-19 pandemic, russia’s war against Ukraine and many other reasons have activated a deepened interest in finding ways of forming marketing communication in the Internet. As a result, enterprises use various marketing tools to influence the consumer audience, including event marketing tools. This research is dedicated to studying of the peculiarities of the organization and conduction of marketing events in the Internet. The prospects for the development of the event industry in the Internet were substantiated and the main trends that changed the organization and holding of online events were studied: free attendance of events with prior registration, the hybridity of the format of holding events, the use of the presence effect (holography), Face ID for contactless registration at physical events, technology development and investment in creating virtual studios for the possible participation of large number of people. The interpretation of the concept of "online marketing event" has gained further development, which includes a list of approaches to attract the target Internet audience with the aim of forming positive emotions in it. The advantages and disadvantages of holding online events are also studied in this article. A model of organizing an online event is proposed, in which the main role is focused on attracting the target audience through various online marketing tools in order to create positive emotions in the target audience and increase brand recognition among consumers and the formation of consumer loyalty. During the research, the main negative points during online events, which should be avoided, were described: it is unacceptable to follow the performance regulations, to write a lot of information in the chat, to hold online events without pauses, to use nicknames instead of real names, not to exclude third-party notifications on devices.

Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium

This research is devoted to the determinants of green branding in the agro-sphere. The existence of competition between regular and green brands in the agricultural sector has necessitated the determination of the degree of influence of green branding on the formation of consumer loyalty in order to understand the effectiveness and feasibility of such practices among agricultural producers. Previous research in the study of green branding has not focused on the factors studied influencing the level of consumption of organic products or the factors influencing the size of the price premium for green brands. In this study, the influence of green branding on the loyalty of consumers of the eco-market was determined on the basis of a comparison of integrated indicators of satisfaction and importance of the regular brand and green brands by an expert survey of 250 respondents in five supermarkets in Kyiv (Ukraine). In the example comparing the coefficients of consumer loyalty of eggs of the eco-brand and the regular brand, it was found that the rate of consumer loyalty to the eco-brand exceeded the rate of consumer loyalty to the regular brand by 3%. It was established that the size of the price premium of a green brand is determined by such factors as consumer loyalty, availability of organic certificates, costs of green advertising, additional cost of organic products, average profitability of the industry, and average income of consumers. Based on cluster and discriminant analysis, green brands were divided into three levels of price premium: “high”, “medium”, and “low.” Discriminant equations for each cluster according to the level of price premium were constructed. Such equations make it possible to assign a new object of analysis (a new brand) to a certain classificational price category. The current study proves the feasibility and economic and statistical validity of the impact of green branding on consumer loyalty in the agricultural sector. The study has significant implications for brand management by providing empirical evidence that can improve brand managers’ strategic decisions in determining the level of price premium.

THE USING OF MODERN MARKETING TOOLS IN THE CONTEXT OF SOCIAL RESPONSIBILITY OF BUSINESS

The article is devoted to the problem of using modern marketing tools in the context of corporate social responsibility. It was offered the mechanism of introduction of principles of social responsibility of business through implementation of the concept of socio-ethical marketing in business practice. It was substantiated the elements of the marketing complex for the concept of socio-ethical marketing and the modern vision of this concept, which involves the use of digital marketing tools to promote goods, services and ideas. It was analyzed the factors of global influence on the conditions of doing business, which were formulated in the following areas: a single information space; creation of new business models using artificial intelligence; the economy of shared consumption, which enhances the ability to access various sources of information, providing a multidimensional picture of consumer behaviour; increase consumer loyalty to the use of digital search tools about the characteristics of the product and the possibilities of its purchase and further use; new systems of marketing information in terms of expanding its subsystem of Internet research; the spread of cognitive technologies creates new approaches to information processing and management principles, and also contributes to the transformation of many areas of social and economic development in terms of displacing human labour as a factor in the production of some of them. It was proposad the author's approach to the modern interpretation of socio-ethical marketing, which is based on the needs of consumers in the context of the principles of social responsibility and modern digital tools for their implementation, taking into account the factors of global influence. In the context of such an approach, ethical norms and principles of corporate social responsibility must be implemented. The main purpose of socio-ethical marketing should be the formation of consumer loyalty through the creation of associations with social programs conducted by enterprises and organizations. In this context, the tasks of socio-ethical marketing should be: the analysis of the target audience; development of measures to form a system of customer loyalty and strengthen the position of the brand in a niche market; the improving the quality of goods and services and their compliance with socio-economic and environmental standards; the formation of a system of measures that will improve the quality of life. It was carried out the analysis of marketing tools in the context of realization of the concept of socio-ethical marketing in the conditions of digitalization. It was considered the conditions of development of digital marketing tools. It was determined that the marketing tools that are implemented in the digital economy have certain advantages in the formation of socially defined attributes and needs of specific social groups. However, it does not sufficiently regulate the ethical issues of using personal data of consumers in the context of digitalization. However, studies show a trend of change in the field of socio-ethical relations with consumers, the formation of a paradigm of social responsibility of doing business in new conditions with the spread of cognitive technologies for managing consumer behavior.

ЗАСТОСУВАННЯ ЦИФРОВОГО МАРКЕТИНГУ В КРИЗОВИХ УМОВАХ СЕРЕДОВИЩА

The article considers the peculiarities of using digital marketing as an effective means of interaction with the market and its target segments in the conditions of permanent crisis phenomena that arise in recent decades. The essence of the concept of digital marketing in crisis, as a special type of activity and process in which enterprises and organizations interact with consumers to jointly create and implement new value, and digital technologies reduce the incompleteness of information between consumer and seller (manufacturer), transform the created product into a product with modern service of communication and information means, despite the negative environmental conditions. It is noted that digital marketing is closely intertwined with Internet marketing, but it has a number of tools and technologies that allow you to work with target audiences not only online but also offline. The main advantages of digital marketing for modern business entities are also identified, including: free access to marketing information; access to resources without delay; market coverage on a global scale; relatively low cost; return on investment that is easy to calculate; improved personalization of appeals (targeting); formation of consumer loyalty; ability to adapt in the process of work. In addition, the advantage of digital marketing is that here the consumer plays the role of an active participant in the process, not a passive viewer, the effectiveness of advertising depends on its interactive component, not on the frequency of impressions, and contact initiative comes from the consumer and is not tied to time. A comparative analysis of traditional marketing with digital. It was found that digital marketing tools, instead of the traditional subject-object, provide the subject-subject interaction of business process participants, which contributes to the creation of such consumer value, which is created by both parties, resulting in a more complete satisfaction of consumer needs, consumer loyalty is formed, and also methods of service and partnership interaction with the enterprises and the organizations are improved.

Tourism orientation as a business paradigm for the development of united territorial communities

The subject of the research is tourist orientation as a component of the business paradigm of development of territorial communities of Ukraine The purpose of the study is to substantiate the theoretical foundations and criteria for the formation of a new business paradigm of tourism orientation of rural communities. General scientific and special research methods are used. Scientific method - for systematization of existing theoretical approaches to the researched problem; analysis and synthesis (for detailing the object and subject of research and their generalization); abstract-logical (in the formation of generalizations, conclusions and proposals; the method of systematic approach - in considering tourist orientation as a system consisting of a number of interconnected elements, and, interacting, affects the communication and social efficiency of rural communities; the method of scientific abstraction - when allocating stable, typical connections in tourism orientation, which allowed to form criteria for assessing the tourist orientation of communities. Tourist orientation as a direction of formation of business paradigm of development of united communities is investigated. It is established that the strengthening of the tourism-oriented component will contribute to the creation of an innovative tourism product and attract new consumers. The main approaches to customer orientation are studied, the connection between the defined definition and tourist orientation is established. The own definition of tourist orientation of communities is offered. The stages of formation of a positive tourist-oriented environment are outlined. The principles of tourist orientation are described, cognitive marketing is defined as the basis for the formation of consumer loyalty. The criteria of tourist orientation are given and the indicators that characterize it are determined. The results of the study can be used to develop an effective strategy for rural development, taking into account and evaluating the criteria identified by the study at the stage of forming a business paradigm of tourism orientation of the community will increase investment in infrastructure, dissemination of information technology, restoration, reconstruction, objects of historical and cultural heritage, the formation of information, cognitive and tourist competencies of community residents. Key words: united communities, tourism orientation, tourism development, business paradigm, tourist impressions, cognitive marketing.

TRADEMARK AS A MEANS OF COMMUNICATION

The whole modern world is imbued with signs. All processes are carried out by means of signs. The signs that surround us have various functions — they indicate the direction of movement,indicate the quality of the product, some have a hidden meaning. A person recognizes the signs and uses them every day. One of these types of marks is a trademark.By accepting information in signs, a person not only reproduces, but also creates a subjective understanding, meaning, meaning based on the principles of one's culture, intelligence, emotions and experience. That is, everyone has the same information, but the meaning and content are different.Modern trademarks are well-established forms of corporate culture. Such a culture extends to various aspects of social interconnections — legal, economic, commercial, cultural, and so on. Trademarks are business cards of companies. Trademarks, among other things, perform a communicative function. Trademarks should declare and represent their owners favorably, form the image of products and services, achieve consumer loyalty, and more. In the context of the expansion of trade and business network companies in the national and global markets, the trademark serves as an instrument for competitive confrontation. Understanding the importance of trademarks in the creating an overall corporate identity, their potential owners understand that the development of trademarks requires considerable effort.The success of companies should be supported by a consistent communication policy. The article discusses some of the communicative properties of a volumetric trademark (in the context of this article, packaging). Through the trademark's communication functions, the relationship between the manufacturer and the potential consumer is established. The formation of relations between the trademark and the consumer is achieved precisely through an effective communication process between them. All elements and functions of communicationbetween the trademark and the consumer should be aimed at providing objective and convincing information not only about the product itself, but also about the trademark. The trademark itself is an integrating element of the communication system, because it combines the goal — the formation of a need, the process-the implementation of the contemplation and the result — the formation of consumer loyalty.

Marketing Communications as a Factor of Sustainable Development

Transformation processes in the economy and the consequences of the economic crisis have led to the fact that the enterprise no longer lacks the capabilities of existing marketing technologies [1]. The urgent issue is the introduction of coordinated, integrated marketing communications at the enterprise, which provides the flexibility of marketing policy, the long-term orientation of the enterprise, repeated sales, the formation of consumer loyalty, strengthening of partnerships and more.

Услуга «мастер-класс» как эффективный приём мерчандайзинга в ресторанной индустрии

This article shows the expediency of developing the service "master class" as an effective method of merchandising, aimed at forming consumer preferences, promoting sales of products and services in the restaurant industry. Taking into account that in modern market conditions it is becoming increasingly difficult for public catering enterprises to achieve advantage over competitors basing on price, range, promotion or location, developing a promotion strategy, special attention is paid to formulating and analyzing the concept of the enterprise, assessing its target audience and determining the best methods for the achievement of the required objectives. As the organizational and technological innovations in the restaurant industry, the authors propose to introduce master classes, which popularity is now growing noticeably. This is a modern form of training for practicing practical skills in various technologies with the aim of improving professional skills and sharing best practices of participants, expanding their horizons and joining the newest fields of knowledge. The authors develop a model of the process of providing a master class service. They propose the criteria for preparing and holding a culinary master class. Based on this model, there is proposed a service structure that includes the sequence of actions, their content and the types of processes. The methodology of the master class for cooking German cuisine "Introduction to Bavarian cuisine" is described. The progressive technological equipment, special equipment and utensils used for the master class are described. The conclusion is drawn that a qualitatively rendered service "master class" is able to ensure the formation of consumer loyalty to a certain catering enterprise or restaurant brand, increase interest in it, and, as a result, increase sales.

New insights on consequences of corporate associations - an investigation of mediators and moderator in Indian context

This research investigates the joint mediating role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favourable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context. Using an online survey of Indian consumers, the study also investigates the moderating role of gender on affective identification and personal satisfaction as influenced by perceived CSR. Consistent with previous research in corporate associations theory, findings validate the impact of affective identification while extending prior works by incorporating feelings of personal satisfaction as a joint mediator on loyalty intention. The study reveals new insights as it finds women have stronger affective identification with the company compared to men whereas feelings of personal satisfaction is not moderated by gender. Implication relate to corporate branding and positioning based on strategic CSR.